The influence of social media and generation Z consumer behaviour in fashion

Irena Sa-Ngaunsattaya


Hi there! My name is Irena Sa-ngaunsattaya (she/her). I’m a fourth-year Professional Communication student with a minor in Communication Design at X University. I’m a passionate content creator with a passion for media advocacy, photography, and visual storytelling. I also love reading about designers and fashion in my free time which leads me to my capstone project.

Research Summary

This research focuses on social media and how it influences generation Z decision-making in fashion. The research question comes down to what are generation Z’s opinions on social media and fashion? How can we educate the younger generation on fast fashion? How do consumers practice healthy social media use?  and what are the causes of unhealthy ones?

The methodology used in this research includes a mixed methodology between literature review and survey analysis.



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